What Madrí Excepcional does

Madrí Excepcional is a Modern European Lager beer brand launched in 2021 as a strategic co-creation between Spanish brewery La Sagra (founded by Carlos Garcia in Toledo in 2011) and global brewer Molson Coors. The brand is brewed in the UK under Molson Coors' operations and is positioned around the cultural identity of Madrid — 'El Alma de Madrid' and the Chulapos heritage — targeting consumers seeking a crisp, light-golden 4.6% ABV lager with a short, bitter finish. Its product portfolio has expanded beyond the core lager to include a 0.0% non-alcoholic variant (launched 2025, using cutting-edge alcohol-removal technology) and a Limón flavoured variant at 3.4% ABV (launched 2026).

The commercial model is a consumer packaged goods distribution play: products are sold through major UK grocery retailers (Tesco, Asda, Sainsbury's, Morrisons, Ocado, Waitrose) and Amazon, alongside presence in the hospitality sector (bars and restaurants). The brand is also distributed across multiple European markets including Ireland, Spain, Bulgaria, Romania, Bosnia, Croatia, Serbia and Slovenia. Marketing is executed through Instagram, Facebook, festival sponsorships (e.g., Tramlines Festival) and event-driven experiential activations including the Fabrica Excepcional bar concept in Madrid's Malasaña district.

Madrí Excepcional has accumulated multiple industry awards — Gold at the 2021 International Beer Challenge, Country Winner in International Lager at the 2023 World Beer Awards, and additional Gold and Silver awards at the World Beer Awards across 2021-2025 — positioning it as a premium, multi-award-winning import-style lager in the UK market. The brand is privately held as a wholly owned sub-brand of Molson Coors Beverage Company (NYSE: TAP).

Name

Madrí Excepcional

Legal name

Madrí Excepcional (brand owned by Molson Coors)

Website

https://madriexcepcional.com

Company type

Private

Founded year

2011

Operating status

Operating

Short description

Madrí Excepcional is a Madrid-heritage Modern European Lager brand (4.6% ABV) owned by Molson Coors, brewed in the UK and distributed through major UK retailers (Tesco, Asda, Sainsbury's, Morrisons, Ocado, Waitrose) and across eight European markets, serving retail consumers and the hospitality sector with core, 0.0% and Limón variants.

Ownership category

akta.pro rank

Product category

Premium Lager / Craft Beer

NAICS

Breweries (31212)

SIC

Malt Beverages (2082)

akta.pro primary industry

Beer Brewing & Brands (CRADAIAA)

Keywords

• Lager beer brand
• Non-alcoholic beer
• Mediterranean flavoured beer
• Premium lager products
• UK grocery distribution

Headquarters

HQ city

Madrid

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel

Revenue model

1. Beer Sales: Madrí Excepcional generates revenue through the sale of its beer products across multiple variants including the original 4.6% ABV lager, Madrí Excepcional 0.0% (non-alcoholic), and Madrí Excepcional Limón (3.4% ABV with lemon flavor). Revenue is generated through retail grocery channels and potentially through hospitality/bar partnerships.

Go-to-market motion2 records

Distribution channels7 records

Marketing channels5 records

Core offering

Madrí Excepcional is a beer brand that produces and sells Modern European Lager at 4.6% ABV alongside variant products including a 0.0% non-alcoholic lager and a 3.4% ABV Limón flavoured beer. The brand is brewed in the UK through a collaboration between Spanish brewery La Sagra and Molson Coors, and sold primarily through major UK grocery retailers and the hospitality sector.

Product overview

Madrí Excepcional is a beer brand portfolio consisting of a core Modern European Lager product (4.6% ABV), a zero-alcohol variant (0.0%), and a flavoured Limón variant (3.4% ABV). The products are brewed in the UK through a collaboration between Spanish brewery La Sagra and Molson Coors, embodying the spirit and culture of Madrid.

Differentiator

Problem solved

Functional benefit

Brands

• Madrí Excepcional 0.0%: Non-alcoholic variant of Madrí Excepcional using cutting-edge alcohol removal technology to retain crisp, clean and refreshing flavour.
• Madrí Excepcional Limón

Products and services

• Madrí Excepcional Original Lager A Modern European Lager brewed in the UK at 4.6% ABV with a light golden colour, crisp and clean flavour profile, smooth well-rounded taste, and short bitter finish. Sold to retail consumers through major UK supermarkets and to the hospitality sector.
• Madrí Excepcional 0.0% A zero-alcohol lager variant produced using cutting-edge alcohol removal technology that retains the crisp, clean, and refreshing flavour profile of the original Madrí Excepcional. Targeted at consumers seeking full flavour without alcohol. Available on Amazon UK.
• Madrí Excepcional Limón A Mediterranean flavoured beer at 3.4% ABV with a light golden colour and fresh, zesty Limón aroma. Taste profile combines Limón and other naturally sweet citrus fruits, finishing tart with subtle sweetness and a refreshing character. Distributed in selected Tesco stores.

Quantifiable outcome

• Awarded Gold at 2021 International Beer Challenge (IBC) Awards
• +2 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Three partnerships are on record, tiered core and minor.

• La SagracoreStrategic or Co-development PartnerLa Sagra is a young, innovative brewery founded by Carlos Garcia in 2011 in Toledo, Spain. It is the collaboration partner in creating Madrí Excepcional, bringing the fusion philosophy and Madrid heritage to the brand. La Sagra contributes the brewing expertise and Spanish cultural authenticity to the partnership.
• Molson CoorscoreStrategic or Co-development PartnerMolson Coors is a major brewing company and the co-creator of Madrí Excepcional alongside La Sagra. Molson Coors handles distribution through major UK retail channels and brings operational scale to the partnership.
• Fabrica ExcepcionalminorGTM or Marketing PartnerFabrica Excepcional is a new bar concept collaboration between La Sagra and Fabrica, located in the Malasana district of Madrid. It celebrates Madrileños passion for art, music and craft, serving beers and lagers from both brewers including new and limited-edition collaborations.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• San Miguel: Spanish-origin premium lager with strong UK grocery distribution and similar positioning targeting social/drinking-out occasions. Direct competitor in the same UK premium lager shelf set.
• Estrella Damm: Authentic Barcelona-brewed premium lager with strong UK off-trade presence and Mediterranean heritage positioning. Closely comparable in flavor profile, ABV range, and UK grocery distribution footprint.
• Cruzcampo: Spanish heritage lager brand owned by Heineken, also positioned around authentic Spanish provenance and widely distributed in UK grocery. Direct competitive overlap with Madrí's Spanish-heritage angle.
• Birra Moretti: Italian premium lager sold across the same UK grocery multiples with similar positioning around European heritage and food-occasion drinking. Direct competitor for the same shopper occasion.
• Peroni Nastro Azzurro: Premium Italian lager with extensive UK grocery and on-premise presence. Competes head-to-head with Madrí in the same premium lager segment at similar price points and ABV.
• Asahi Super Dry: Japanese-origin premium lager with strong UK grocery footprint and similar super-premium positioning. Competes directly for premium lager shelf space and consumer occasion.
• Mahou: Major Spanish brewing brand with growing international distribution and similar Madrid/Spanish heritage positioning. Increasingly relevant peer as Madrí expands into Spanish and broader European markets.
• Heineken 0.0: Leading non-alcoholic beer variant from a global brewer, distributed across all UK majors. Primary competitor for the Madrí 0.0% sub-brand in the rapidly growing no/low-alcohol category.

Broad incumbents

• Desperados: Heineken-owned flavored beer brand with established UK presence. Direct competitive reference for Madrí Limón's flavored-beer variant strategy and flavored-occasion positioning.

Emerging players

• La Sagra: Spanish craft brewery and Madrí's co-creation partner. Operates in similar Spanish-heritage craft beer space and shares brewing DNA with Madrí, providing a relevant benchmark for the brand's craft authenticity.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/MadriExcepcional
• Instagraminstagram.com/madriexcepcional
• Xx.com/MadriCerveza

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Madrí Excepcional